Marketing Mix And Strategy Flashcards

1
Q

Promotion

A

The use of marketing tools to bring a product or service to the attention of potential buyers

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2
Q

Types of promotion

A

Personal selling
2. Direct marketing
3. Above-the-line marketing
4. Below-the-line marketing
5. Public Relations (PR)
6. Sponsorship

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3
Q

Personal selling

A

When a staff of a company personally sells to a customer

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4
Q

Direct marketing

A

Marketing online based on what products customers have bought before

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5
Q

Above the line advertising examples

A

Radio
• TV
• Cinema
• Print adverts e.g. in newspapers and major magazines
• Outside adverts e.g. billboards

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6
Q

Above the line advantages

A

• ATL is tailored to reach a mass audience
• Advert communication is repeated so the message is clear e.g. “simples” and “go compare”
• Great for building brand awareness

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7
Q

Disadvantages of above the line marketing

A

a very expensive method and it is difficult to measure clear results from campaigns
• Very expensive e.g. A radio ad on a national station can cost about £10,000 for a week

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8
Q

Below the line advertising

A

Leaflets / flyers
• Posters
• Local Radio advert
• Billboard
• Web Site banners and pop ups
• Local newspaper adverts
• Taxi sides
• Magazines
• Brochures
• Local Magazines
• YouTube
• Facebook
• IPhone apps

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9
Q

Advantages of below the line advertising

A

Easy to measure if the campaign has reached an audience e.g. through number of website visits, conversion rates, click through rates
• Easy and inexpensive to use social media to increase brand awareness
• BTL is more targeted to specific niche segments rather than aiming at the whole mass market

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10
Q

Disadvantages of below the line advertising

A

Extensive training on working social media and IT may be needed for marketing staff
• Deeper understanding of customer or buyer behaviour is required e.g. what do they read, what websites do they visit
• Targeting diverse cultures with the same theme is difficult

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11
Q

Public relations

A

PR aims to build a relationship between the business and the public, to create a favourable corporate image

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12
Q

Public relations long term

A

PR gives the business less control over what is said BUT consumers find it more believable / authentic

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13
Q

Sponsorship

A

• Positive association of the product with a celebrity or a sport
• Can be very expensive e.g. £125m
• Difficult to tell what impact this has on brand loyalty or sales

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14
Q

Sales promotion

A
  1. BOGOFF
  2. Price discounts
  3. Money off coupons
  4. Samples / giveaways
  5. Special events
  6. Point of sale
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15
Q

Digital communications

A

Online adverts
2. Mobile communications
3. “Advergaming”
4. Social media
5. Consumer generated content
6. Viral strategies

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16
Q

Definition of branding

A

A brand is a characteristic name or symbol that distinguishes one product from another supplier

17
Q

Brands introduction

A

The first impression of a business is likely to be the logo, which is important when the customer if forming early opinions

18
Q

Manufacture / corporate branding

A

Corporate branding aims to build communications and relationships between the main business name and the customers

19
Q

Product branding

A

A product branding strategy will aim to show the customer the features and benefits of a product which will differentiate it from other similar products in the marketplace

20
Q

Own brand products

A

Own brand or own label products are made by a manufacturer on behalf of a supermarket

21
Q

Re branding

A

• Name
• Symbol
• Term
• Design
• Or combination of the above